New Balance brought its latest performance running shoe to the heart of Soho last week, opening the one-day SC Rebel Market at Phonica Records ahead of The Big Half 2026. Inspired by the character of Berwick Street Market and the communities that shape London’s boroughs, the pop-up brought together running, food, music, style, and plenty of opportunities to put the new SC Rebel v1 through its paces.
The experience was centred on the SuperComp Rebel v1, a lightweight performance running shoe designed to bring a fast, responsive feel to everyday training. It features a precision-engineered propulsion plate, Infinion midsole foam that delivers smooth cushioning through each stride, and FANTOMFIT technology that secures the midfoot and heel for a supportive fit. Weighing 218g in a men’s size 9.5 and 174g in a women’s size 7, the shoe has a 4mm drop and 40mm/36mm total stack height, with an RRP of £180.
Inside Phonica Records, runners could try the SC Rebel v1 through live demonstrations, treadmill sprints, and coached speed exercises before taking on a competitive speed challenge, with the chance to win a place in the 2027 TCS London Marathon or Valencia Marathon. Music was a major part of the experience, with Phonica curating record crates around different running mindsets. The event was catered by London favourites, including Forno, Fish, Wings & Tings, Rogue Sarnies, and Rawlala. Visitors could also personalise New Balance gear, while Unsanctioned Athletics Racing Collective led a group run through Soho before heading to Regent’s Park for tempo loops and further coached speed sessions.
The design of the SC Rebel Market stayed closely tied to its Soho setting, drawing inspiration from the history and character of its immediate surroundings, and the distinct identities of London’s boroughs. Four custom banners created from New Balance fabrics and materials celebrated different local running communities, with one evolving throughout the day as crews added patches and customisations to create a collective record of the capital’s running scene.
Founded in 1906 and headquartered in Boston, New Balance remains independently owned and operates five athletic footwear factories in New England and one in Flimby, UK. The brand now employs 14,000 associates globally and reported worldwide sales of $9.2 billion in 2025. Its purpose is reflected in its longstanding focus on sport and craftsmanship, with a commitment to creating positive change in communities around the world – helping it maintain its position at the forefront of performance footwear.
The SC Rebel v1 is available at New Balance retail locations throughout the UK, and online at New Balance right here.
